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Creative Department 15 April Winners featuring Grey London, M&C Saatchi, GSD&M and AMV BBDO

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By Gillian West, Social media manager

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April 15, 2015 | 4 min read

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The winners of the latest Creative Department have been revealed in the 15 April issue of The Drum.

Check out the top creative work picked by The Drum UK and US readers, our sponsor, Workfront, and our chosen creative director Steven Bennett-Day, executive creative director at Havas EHS.

Creative Director's Choice: Grey London - Volvo 'Swedish Air'

Steven Bennett-Day, ECD at Havas EHS - What Volvo is doing right now with Grey is smart. Clean air, beautiful landscapes and a sense of authenticity – the kind of luxuries the Swedish take for granted are luckily brought viscerally to life for those of us in the rest of the world through Swedish Air.

The ad is typically understated but it’s the addition of the rather well-designed inhaler that makes it something more interesting. A memorable demonstration of a strong product benefit.

But it’s Volvo’s very recent Life Paint that I find really clever. A spray for cyclists and pedestrians that is invisible by day and reflective by night. Not part of a campaign, but no less interesting for that because Volvo is taking its well-known safety heritage out of their cars, into the real world to the benefit of more than it’s drivers.

A car company with a vision to increase safety for everyone – that shows a real love for humankind. Both of these are authentic innovations rooted in the brands heritage. Brilliant.

UK Readers' Favourite: M&C Saatchi - TfL 'The Hare and The Tortoise'

M&C Saatchi has helped Transport for London (TfL) target 11-14 yearolds with a campaign encouraging responsible behaviour around roads.

The advert centres on two groups of teens – one wearing hare masks and the other tortoise masks – in a revamp of childhood tale ‘The Hare and the Tortoise’.

As the groups set off to a fancy dress party the hare’s reckless behaviour has dire consequences.

US Readers' Favourite: GSD&M: Southwest Airlines 'Weddings 2.0'

Southwest Airlines has built on the viral success of its dancing bridesmaid with this GSD&M-created sequel.

With wedding season on the horizon the creative shows a woman humorously dancing at a series of wedding parties.

Sponsor's Choice: AMV BBDO: Department for Transport ‘Mobiles’

Jada Balster, marketing director, EMEA, Workfront - I love an advert that leaves you thinking about how you should change your ways. In the past, others have taken a hard-hitting approach to road safety but instead AMV BBDO has used eye trickery in print form to teach you a lesson on driving while using your phone.

The deception also helps to bring the message home in a surprising way, you approach the ad seeing happy faces on a night out or on holiday and it takes you a second to see the car, see the ‘Think’ logo and then take that gasp as you realise the real message. Very clever.

Work from Form and AMV BBDO also featured in the 15 April Creative Department. The full issue is available to purchase from The Drum Store.

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